Graphic Partners takes Langs whisky upmarket

Branding and packaging consultancy Graphic Partners has refreshed the identity of Langs Supreme blended malt whisky, in a bid to lift it into the premium market.

The Edinburgh-based consutlancy was briefed by Ian McLeod Distillers to rework the traditional whisky brand with a new bottle and packaging emphasising Langs’ Scottish heritage, while boosting its premium brand credentials and shelf presence.

Iain Weir, marketing director of Ian McLeod Distilleries, comments, ‘When we looked at Langs’ packaging we found it to be tired and not at all representative of the quality of the whisky inside the bottle. But we didn’t want to forget or underestimate the history, provenance or authenticity of the brand.’

While modernising the brand appeal, the Scottish distillery was also keen to re-establish a visual connection with its Glengoyne Highland Single Malt Whiskey, which Weir says is at the heart of its blend.

Similar design points include the ‘heraldic’ barley sheaf on Langs’ label, which is repeated on the Glengoyne range, as well as the oval barley sheaf watermarked on both bottles.

Weir says, ‘Today Langs is very much a niche blend for the curious adventurer who wants to look beyond the major whisky brands and discover something new.’

Langs’ new premium bottle is accompanied by a premium price tag of around £12.99 for 70cl – a hike of almost £3.